Nation branding: conceptual development, measurement, and effects on goodwill towards the nation

Turhan Tezcan, Bilge
Nation Branding is an emerging topic of Marketing and Brand Management disciplines and it will be the favorite area of study in the upcoming decades.Both business relationships and reputation of a nation in the international arena are strongly influenced by the success of its nation branding efforts (i.e., the way the nation is perceived by others). In effect, every person is perceived by members of other nations in the light of or under the shadow of their nation’s brand. In today's global world where people, services, policies, products move beyond the borders of their homelands, every nation has to compete with other nations not only for its survival but also for communicating what it has to say, for getting more from the world income, for attracting talent. The present study proposes a conceptual model of Nation Branding, including its many dimensions, develops a measurement scale that is applicable for all nations and captures, individually, the many specific components of a nation that together constitute the concept of nation brand and drive reactions from others. Lastly, the study explores the relative effects of each dimension (component) of the concept of nation brand on the degree of goodwill displayed by others. The study suggests that Nation Brand is the combined effects of the major characteristics of a nation on the thoughts, attitudes, and reactions of members of other nations. The study further suggests that there is positive correlation between these major characteristics and the goodwill towards the nation.


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Citation Formats
B. Turhan Tezcan, “Nation branding: conceptual development, measurement, and effects on goodwill towards the nation,” M.S. - Master of Science, Middle East Technical University, 2018.